PENGARUH JINGLE IKLAN, DESAIN PRODUK DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR MATIC HONDA VARIO DI PT. ZIRANG HONDA SEMARANG

Abstract

Consumer purchase decision is a decision regarding the preference for brands that exist in the set of choices. Consumers in the decision to buy a product that offered much influenced by their perceptions of advertising jingles, product design and brand image. This study aims to determine determine the influence of advertising jingles, product design and brand image together on purchasing decisions Matic Motorcycles Honda Vario in PT. Zirang Honda Semarang.

The population in this study are all consumers who make purchases motorcycle Honda Vario Matic PT. Zirang Honda Semarang during January to November 2015 as many as 2419 people. The sample used in this study as many as 96 people. The sampling technique used convienen sampling. Statistical analysis was conducted on the multiple linear regression and hypothesis testing.

Based on the analysis of data it can be concluded; There is a significant positive effect of advertising jingles on purchasing decisions Matic Motorcycles Honda Vario in PT. Zirang Honda Semarang, this is evidenced in the statistical analysis in which the value t (2,862)> t table (1.661) or sig t 0.005 <0.05. There is a significant positive effect between product design on purchasing decisions Matic Motorcycles Honda Vario in PT. Zirang Honda Semarang, this is evidenced in the statistical analysis in which the value t (5.133)> t table (1.661) or sig t (0,000) <0.05. There is a significant positive effect of brand image on purchase decisions Matic Motorcycles Honda Vario in PT. Zirang Honda Semarang, this is evidenced in the statistical analysis in which the value t (2.463)> t table (1.661) or sig t (0.016) <0.05. There is a significant positive effect of advertising jingles, product design and brand image together on purchasing decisions Matic Motorcycles Honda Vario in PT. Zirang Honda Semarang, this is evidenced in the statistical analysis where the F test (63.737)> F table (2.704) or sig F (0,000) <0.05. The coefficient of determination is equal to 0.665 which means that the variation changes purchasing decisions Matic Motorcycles Honda Vario in PT. Zirang Honda Semarang influenced advertising jingles, product design and brand image of 66.5%, while the remaining 33.5% is influenced by other factors beyond the research

Keywords: Jingle Advertising, Product Design, Brand Image, Purchase Decision